Australia is ready to make its premium cherries blossom in export markets. Thanks to a new strategic plan promoted by Hort Innovation, the Australian cherry industry aims to triple exports by 2030, bringing one third of national production to global markets. At the heart of the project: quality, training, market access, and business development.
“Australian cherries are already recognized worldwide for their exceptional quality, but the growth potential is still enormous,” says Brett Fifield, CEO of Hort Innovation. “This initiative is designed to give growers practical tools to export sustainably and profitably.”
The plan focuses on five key areas, with the aim of strengthening the presence of Australian cherries in the most high-value markets:
Guaranteed quality: improving consistency across the supply chain to ensure premium-grade export fruit.
Export capacity: training and tools for growers to successfully face international markets.
Market access: technical support on trade protocols to maintain freshness along the logistics chain.
Market development: expansion into consolidated areas and opening towards emerging markets.
Market intelligence: analysis and data to guide export strategies more effectively.
Penny Measham, CEO of Cherry Growers Australia, emphasizes: “The Australian cherry industry has built a solid reputation thanks to the consistent quality of fruit from all production regions. This initiative will not only strengthen that reputation, but also open up new export opportunities.”
The new project builds on the foundations laid by the Cherry Trade Development Project 2022–2025 (CY21001), which had already identified the sector’s priorities: quality, branding, supply chain efficiency, and data access.
Ongoing and future actions also include:
Funded through the cherry research and development levy, with the contribution of the Australian government, the project promises to strengthen the sector’s resilience and project it towards long-term sustainable growth.
Text and image source: www.horticulture.com
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